Complete Guide to B2B Marketing, The: New Tactics, Tools, and Techniques to Compete in the Digital Economy

About

Features

How to excel across ALL areas of modern B2B marketing: from getting your message out, to generating demand, to enabling your sales teams 

• The first B2B marketing guide that combines unparalleled breadth of knowledge, depth of insight, and practical value
• Fully leverage marketing automation, personalization, and experimentation to build competitive advantage
• Master new best practices and best tools for planning, analysis, strategy, visibility, demand generation, budgeting, and more
• Packed with insider interviews, best practices checklists, and expert guidance on evaluating new technologies
• By a leading practitioner with 30 years of experience and a front-row seat at the frontiers of technology-driven B2B marketing

Description

To succeed at B2B marketing today, you must excel across all areas: from getting your message out, to generating demand, to enabling sales teams. New technologies and new techniques make excellence possible. Now, top B2B marketer Kim Ann King brings together all the best practices and tools you need to make excellence real.

In The Complete Guide to B2B Marketing, King helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: automation, personalization, and experimentation. Drawing on her pioneering experience at companies like Akamai and Open Market, King shows how to:

• Systematically assess your context and customer, via personas, profiles, and other powerful techniques
• Choose among today's panoply of marketing options, tools, and techniques
• Build a more agile B2B marketing organization, and link its goals more tightly to strategy
• More accurately estimate marketing spend and ROI
• Systematically optimize demand generation and many other key functions
• Leverage higher-value approaches to web/mobile, SEO, and customer community-building
• Gain more value from corporate standards and your creative services vendors
• Discover what worked and what didn't, and use this knowledge to improve more quickly

You'll find comprehensive, actionable resources, including best-practices checklists for every tactic, vendor checklists for evaluating new marketing technologies, a complete corporate marketing plan outline, and a start-to-finish marketing communications case study. If you're a B2B marketer, you'll find The Complete Guide to B2B Marketing invaluable – whatever your company's size, product, service, or industry.

Extras

Author's Site

Visit the author's website at www.sitespect.com.

Sample Content

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

Table of Contents

Foreword
Preface
Introduction 
Part I: Trends 
Chapter 1: The Evolving Marketing Landscape 
Part II: Tools and Technologies 
Chapter 2: Strategy and Evaluation 
Chapter 3: Analytics
Chapter 4: Experimentation and Optimization
Chapter 5: Marketing Automation
Chapter 6: Targeting and Personalization
Part III: Tactics and Techniques 
Chapter 7: Planning
Chapter 8: Programming, Part 1: Brand Awareness
Chapter 9: Programming, Part 2: Demand Generation 
Chapter 10: Programming, Part 3: Organizational Enablement
Chapter 11: Budgeting 
Chapter 12: Staffing
Chapter 13: Measuring 
Chapter 14: Conversations with B2B Marketing Experts
Chapter 15: Summary
Part IV: Appendices 
Appendix A: Marketing Plan Outline 
Appendix B: An Examination of the Marketing Communications Tools and Techniques Used by Akamai Technologies During Its Sponsorship of NetAid
Index

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